by Donna M. Airoldi | July 01, 2010

JetBlue Airways, in partnership with Carlson Marketing, today launched “Be True”—a new campaign focused on driving membership and raising awareness of the benefits and enhancements of TrueBlue, the airline’s recently revamped customer loyalty program.

To celebrate Be True, TrueBlue is offering bonuses for enrollment and bookings: Today through July 8, new members will receive 1,000 bonus TrueBlue points by entering BETRUE2 when they enroll at, and an additional 2,000 points by booking (and taking) a flight within 60 days. The year-long campaign also will involve email, in-flight, airport, online and out-of-home advertising.

The campaign highlights the passions of six TrueBlue members, selected from nearly 100 candidates that were nominated by the airline’s crewmembers. Each customer’s story of dedication—providing clean water wells in Tanzania, training medical students to care for people in austere environments, or teaching improvisation—demonstrates the importance of being true to yourself and your passion.

“Passion is one of JetBlue’s five values, and in our search for these inspirational people, our crewmembers identified some truly remarkable customers that make you stop and think about what it means to be completely dedicated to something,” said Dave Canty, director of loyalty marketing and partnerships for JetBlue. “Their passionate stories epitomize the theme of our campaign that ‘everyone is true to something, and we’re true to you.’ We have designed our rewards program that is open, honest and real.”

The campaign centers on two main themes: “Everyone’s True to Something. And We’re True to You.” and “Be True to Yourself and You Will Always Be Rewarded.”

The TrueBlue changes took effect last November, and were based on customer feedback. The two revisions that were most desired by customers:

  • elimination of blackout dates. Every seat on every flight is now available for travel.
  • points would no longer expire, so long as members took at least one JetBlue flight per year, or made a purchase with a JetBlue-branded credit card from American Express.

JetBlue also updated how points are awarded. Rather than based on flight lengths, participants now earn three points for each dollar spent and three additional points if they book on the airline’s Web site. Award flights are available starting at 5,000 points.

For customers flying between Los Angeles (LAX) or Chicago’s O’Hare (ORD) and Boston (BOS) or New York (JFK), there is a triple-point promotion currently running as well. Travelers must become a TrueBlue member before registering, and current TrueBlue members must register before booking to receive these points. There's no limit to the number of times you can earn triple points during the promotional period, so long as flights are booked and completed by August 31, 2010 for Chicago–based tickets and October 31, 2010 for Los Angeles–based tickets. For more information, visit or

For additional details about the Be True campaign, visit